The Summer officially started at the end of June. We begin the month of July with our Independence Day celebration and next thing you know, we’re seeing “Back To School” ads. What’s up with that? Sorry to burst your bubble, but that’s the way businesses operate. While your sales people are selling today’s products to today’s customers, your marketing people are thinking “What’s Now, What’s New, What’s Next.” They are living six months in the future so your sales people will be ready to sell new stuff, to new customers, in the next season.
That’s why I’m writing the July Editorial about the DEMA Show and beyond. Last year’s July Editorial was about July being the half-way point of the year. It was about the advantages of good strategic planning in the pre-season, in-season, and post-season. It talked about the necessity of exhibiting at regional dive shows and planning your entire campaigns correctly. Throughout the year, from last July till now, I saw an increase in companies exhibiting at regional dive shows. I saw an increase of consumer advertising by the exhibitors and sponsors of these shows and because of that, I saw an increase of attendees at these shows. It was quite obvious that exhibitors were “pleasantly surprised” with the attendance. Many exhibitors in fact, used those exact words, pleasantly surprised.
The return to Tacoma from Seattle was a small victory for the Scuba & H2O Adventure Show at the Greater Tacoma Convention & Trade Center. With the help of many dive businesses that wanted to have a successful show, Rick Stratton was able to convince 72 exhibitors to purchase 92 booth spaces. He encouraged 31 speakers to give 54 seminar presentations and 7 industry film professionals to show their 7 films. One club had it’s annual meeting and 1 extraordinary photography icon gave a 1/2 day photography workshop. (That well-deserved plug was for you Cathy!) Attendance at the show was a pleasantly surprising 3,000 ish.
The Scuba & H2O Adventure is returning to The Greater Tacoma Convention & Trade Center on April 20-22, 2018. It’s returning stronger and more confident than anything in its 12 year history. Rick Stratton has appointed Gene Muchanski as the 2018 Show Manager and Gene asked the non-profit organization Dive Industry Foundation to advise on the show. Understanding the importance of all the components that make a show successful, the Show Team is focusing on Attendees, Seminar Speakers, Exhibitors, Advertisers, Sponsors, Vendors, Volunteers and Staff. They are working with local dive stores, dive boats, dive clubs and dive instructors to put on a world-class event that will proudly showcase the Pacific Northwest and the entire diving industry.
The 2018 Scuba & H2O Adventure Show has set some aggressive goals for the next show. The Exhibit Hall is planning for 157 booths. 1/3 of the booths have already been sold, with 9 months remaining before show time. The 5 seminar rooms have a capacity of 370 people per hour. We plan to run at least 85 seminars in 3 days and cover a wide variety of diving topics of interest. We are hoping to attract at least 5,000 attendees from the six states surrounding Tacoma, plus British Columbia.
Putting a Dive and Travel Show together is not rocket science, but it does take a lot of planning and local cooperation. It definitely takes an ability to look into the future and make the necessary plans so that everything falls into place at its proper time and order. If you would like to be a part of this annual program, please contact Gene Muchanski. The show is looking for exhibitors, speakers, film producers, advertisers, sponsors, volunteers and attendees.